Healthy snacking challenger brand Good Guys Bakehouse has entered the sweet biscuits category with a duo of new HFSS-compliant bakery lines designed for sofa grazing.
Available in Cocoa and Ginger variants, the new Good Guys Crispy Biscuits (rsp: £1.75) are the same as the brand’s savoury biscuit melts in that they are palm oil-free and considerably lower in saturated fat than standard counterparts.
The Cocoa biscuits contain just 2.3g per 100g of saturated fat compared to 10.1g from a leading sweet biscuit brand, while the Ginger biscuits have 1.2g per 100g of saturated fat versus 7.8g in a leading brand’s example.
In addition, the new sweet items offer just six calories per biscuit. The savoury biscuit melts, which were first launched in flavours of Cheddar and Pepper in 2022 and then had Paprika added last October, come in at five calories each.
“With our new crispy biscuits, we’re bringing the same level of innovation to the sweet biscuits category that we’ve brought to savoury biscuits,” commented Good Guys Bakehouse founder Steve Monk, who was previously the general manager of Savoury at Pladis UK.
“We’re breaking boundaries, taking sweet biscuits beyond the tea & coffee break and into evening sofa grazing and sharing, which is currently dominated by crisps and confectionery. With sweet biscuits underperforming vs other snack categories in evening sharing, there’s a clear opportunity for us to lead the way,” he added.
Monk claimed that many of the established players in sweet biscuits had tried to win in evening snacking and sharing, without success, as they offered little for today’s increasingly health-conscious consumers. “We’re changing this, offering an HFSS compliant product that’s completely new whilst bringing much needed excitement and incremental growth to the category,” said the founder.
The Good Guys range is listed with Sainsbury’s, Ocado, and Amazon in the UK, Tesco in Ireland, and Albert Heijn in The Netherlands, with further listings at retailers expected to come in due course. The company completed a £550k raise last year, driven by a trio of heavyweight FMCG angel investors, to help fuel retail growth.
No comments yet